The numerous options in mobile marketing have confused marketing offices. From native handset applications to MMS and SMS, each technology has its ups and downs.
Because they occur on the handset and can leverage other applications or hardware features (e.g. GPS), native applications offer the most flexibility for user interaction. But, native applications, are subject to one-time installs, and users rarely remember to update their software.
The next bet for content delivery is MMS, and while that is a great medium, the technology isn’t ubiquitous across the major carriers. SMS, the plain text sibling of MMS, is ubiquitous but many marketers shy away because of the misconception that SMS lacks the full package.
Digging a bit further, marketers will jump back to WAP only to find that it too struggles to provide ubiquitous experience end-users. This is partially a result of the lack of standardized browsers, and that Verizon Wireless blocks WAP content downloads to their handsets.
So, after all this research, somehow, handset applications come away with the biggest appeal. They’re fast, they leverage the handset’s features, and they can handle all the fun content without battling a messaging platform. Which leaves me asking… how good was this research?! Yes, a handset application can do all that and the end-users – who actually download it - would love it, but why eliminate such a large audience with all the red tape?
Don’t get me wrong, mobile applications are cool - I had a few before I jumped to the iPhone – but the mobile phone is about speed and convenience. The traditional method of finding and downloading an application has too many hurdles – the iPhone AppStore will change this.
Continue reading ‘Looking to Go Mobile? Start with SMS.’
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Boca Raton, FL (PRWEB) – (2/12/2008) – 3Cinteractive (3Ci) has unveiled its proprietary Loss Prevention Service (LPS™), the mobile industry’s first stand-alone risk and fraud management system or Premium SMS mobile payments in the United States. Until now LPS™ has only been available for clients that use the 3Ci Switchblade™ platform. It is now available to all US mobile content providers, aggregators and application service providers.
“We have built a fast and reliable tool that will reduce the amount of content that is delivered but never paid for,” said Mark Smith, 3Ci’s Chief Operating Officer. “Our team has designed similar systems for online credit card and Automated Clearing House transactions with great success”, said Mr. Smith. LPS™ is a proprietary system that normalizes carrier response codes and builds intelligence from the millions of messages being sent through the 3Ci messaging platforms. “We have seen over a 15% increase in settled transactions since implementing LPS at 3Ci”, says Mr. Smith. Premium SMS content is one of the fastest growing components of mobile marketing in the US.
According to Telephia, Off-Portal premium SMS transactions generated close to $1 Billion in 2007. The US wireless market is primarily a post paid environment which increases the risk of not being able to collect revenues from premium transactions.
About 3Cinteractive
Based in Boca Raton, Florida, 3Cinteractive is one of the fastest growing mobile application service providers (MASP) in the United States. The Company’s simple building block approach to mobile marketing enables its clients to “mobilize” their brands, content and systems. The 3Ci service portfolio includes SMS text messaging, application development, campaign and compliance management, content delivery, and IVR integration. 3Ci is a Mobile Marketing Association Member and is listed as one of the top Application Service Providers by the Common Short Code Administration (CSCA). 3Cinteractive was founded by experienced technology professionals and represents the leading edge in interactive telecommunications.
Boca Raton, FL (PRWEB) – (7/24/2007) – 3Cinteractive has been selected to power Lincoln Financial Media’s exciting new mobile commerce initiative.
“Our P1SMS service is a revolutionary mobile content sales and marketing product that is poised to generate substantial revenue for radio, while inciting more listener passion and loyalty” said 3Cinteractive’s President Mike FitzGibbon. “Radio has an unmatched power to reach millions of content-hungry consumers, and reigns supreme when it comes to breaking new music and driving consumers to interact,” says Mr. FitzGibbon. “It’s time to capitalize on that power.” P1SMS will allow consumers to instantly buy content (using their mobile phone) based on what’s currently playing on the radio station.
“We are very excited about our new mobile messaging initiatives”, said John Dimmick, Vice President of Programming for Lincoln Financial Media.” This mobile solution gives Lincoln Financial Media and our advertisers the ability to connect with our listeners with compelling and unique content and offers. We chose 3Ci for the depth of capabilities their P1SMS messaging platform provides. The P1SMS tools give us complete control over marketing messages delivered to our listeners allowing us to create and manage SMS campaigns in real time. It also allows us to schedule and deliver targeted SMS messages, special station content advertiser sponsored messages. Lincoln Financial Media and our advertisers are now on the cutting edge of delivering value and content to our listeners wherever they are and whenever they want to interact with us.”
How does it work? A listener texts a unique “trigger” word or phrase (most likely the radio station name) to a 5or 6-digit number during any song. Within seconds, P1SMS responds with real-time song and artist info, along with a menu of interactive options, including “Buy It,” “Get artist alerts,” engage listeners in mobile contests, conduct polls, research and more. Current content will include ringtones, music downloads and artist alerts. Wallpapers, video, concert tickets and much more will soon follow. Radio stations share in the net revenue generated from content purchases. Additionally, stations can sell or distribute their own content, including exclusive ringtones which can be created and produced by P1SMS “A-List” music producers.
The revenue potential for mobile content is massive and will continue to grow. According to a recent report from Juniper Research, an expansion in mobile content linked with a sharp increase in 2.5G and 3G handset use, will combine to deliver global mobile entertainment revenues of more than $59 billion by 2009. By 2008, Ovum, another leading research firm covering the mobile marketplace, predicts that ringtones will comprise the bulk of the mobile phone personalization market, reaching a $6.5 billion market share.
P1SMS will also help transform the radio-advertising model with its ability to send highly targeted messages to active consumers, provoking immediate response, instant foot traffic, and increasing sales. Additionally, record labels will be able to reach music buyers who want a more personal connection with their favorite artist(s), and the opportunity to get exclusive mobile content and “insider” information such as concert updates, album release dates, and breaking news.
About 3Cinteractve: Based in Boca Raton, Florida, 3Cinteractive is a mobile application and services company. The company delivers comprehensive solutions that enable its clients to “mobilize” their brands and content. The 3Ci service portfolio includes application development, campaign and compliance management, content delivery, and IVR integration. 3Ci is a Mobile Marketing Association Member and is listed as one of the top Application Service Providers by the Common Short Code Administration (CSCA). 3Cinteractive was founded by experienced technology professionals and represents the leading edge in interactive telecommunications.
About Lincoln Financial Group:
Lincoln Financial Media Company, a wholly-owned subsidiary of Lincoln National Corporation, owns and operates television stations in Charlotte, NC (WBTV-TV), Richmond, VA (WWBT-TV) and Charleston, SC (WCSC-TV); and radio stations in Atlanta (WQXI-AM, WSTR-FM), Charlotte, NC (WBT-AM/FM, WLNK-FM), Denver, CO (KEPN-AM, KJCD-FM, KKFN-AM, KQKS-FM, KYGO-FM), Miami, FL (WAXY-AM, WLYF-FM, WMXJ-FM) and San Diego, CA (KBZT-FM, KIFM-FM, KSON-AM/FM, KSOQ-FM). In addition, the company’s Lincoln Financial Sports division, located in Charlotte, NC, produces and distributes Southeastern Conference football and basketball games, Atlantic Coast Conference football and (with Raycom) basketball games and other sports events.